Amazon’s best brand award shows UK e-tail’s strength

Tuesday 27 September 2011 - Editorial Assistant

Online retailer Amazon has been voted the UK’s best brand, ahead of high-street giants Tesco, Marks and Spencer (M&S) and Apple.

According to a report published by price comparison website Kelkoo, which surveyed over 10,500 consumers worldwide, including 1,500 in the UK, Amazon was voted number one in four out of ten award categories, including value, customer service, delivery and online shopping experience.

Placed ahead of other larger retailers such as department store group John Lewis and the UK’s number one grocer Tesco, the e-tailer showed consistency across each category.

Chris Simpson, Chief Marketing Officer for Kelkoo, explained that the brand’s success points to the ongoing growth expected for the e-commerce sector this year.

“The appearance of an internet-only brand in the top ten may seem like a surprising curve ball,” he said.

“However, to put this into context, the online retail sector is expected to grow by 14 per cent this year, ten times more than the high street at 1.4 per cent so it makes sense for such an established and successful online retailer to feature highly with so many people.”

In second place overall, Tesco beat its supermarket rivals to the top spot for deals and offers thanks to the success of its Clubcard scheme which has circa 15 million users.

As the biggest player in the UK retail market, accounting for £1 in every £7 spent and a 30 per cent grocery market share, its focus on price reductions and customer rewards could explain its impressive ranking.

High-street favourite M&S completes the Kelkoo survey top three, with consumers voting it best for trustworthiness, in-store shopping experience and environmental concern, suggesting its ethical and environmental programme, ‘Plan A’, is resonating with consumers.

The study revealed that value for money is the most important factor when shopping for 54 per cent of respondents, followed by deals and offers at 17 per cent and the brand’s reputation for being trustworthy, at seven per cent.

Perhaps surprisingly, customer service is most important to just six per cent of those surveyed, highlighting the growing importance people are placing on saving money during the ongoing economic downturn.

Simpson pointed out that, while value is crucial to shoppers, other factors continue to affect consumers’ decisions.

“Our research has highlighted where consumer allegiances really lie and what factors are most important to them when choosing where to shop,” he commented.

“It’s no surprise that value is listed as the most important reason for choosing a specific retailer, particularly in today’s uncertain economy.

“Consumer opinion confirms that ‘one trick ponies’ focusing purely on value are not doing enough to create consumer affinity for their brand. Consumers are sophisticated and expect great customer service, excellent delivery options and a good overall experience from a retailer they trust.”